CYNOPSISDIGITAL
04.05.16
Good morning. It’s Tuesday April 5, 2016, and this is your first early morning digital briefing.
TODAY’S CODEBREAKER
Omni-Channel Marketing: A marketing strategy that targets consumers across all channels and devices as part of a seamless and consistent customer experience. An omni-channel strategy accounts for the likelihood that a consumer’s path to purchase may begin on one channel and/or device (for instance, a brand’s website on a desktop PC) and move to another channel and/or device (for instance, an ad on a mobile Facebook app). An omni-channel strategy operates under the assumption that, if marketers place their products in front of consumers on multiple channels and devices as part of one fluid experience, those consumers will be more likely to make a purchase.
TOP NEWS
Seven months after NBCUniversal paid $200 million for an equity stake in Vox, the two companies are about to start working in concert. Concert, a new digital advertising initiative, will see Vox and NBCU cooperating to sell digital ad inventory across both companies’ brands. Concert will combine digital audiences and inventory from both companies’ digital assets. The result: A marketer trying to reach one audience segment – say, film buffs – might use Concert to buy ad space across both companies’ film-related channels and platforms. The inventory can be accessed through Vox’s ad platform. The companies say that Concert may expand to include inventory from other companies.
AOL has been methodically expanding One by AOL, its unified programmatic platform, since its launch in April 2015. Still, this might qualify as the platform’s biggest breakthrough to date: Ahead of the 2016 TV Upfronts, AOL has launched a new self-serve programmatic buying platform for linear TV ad inventory. The new One by AOL: TV module debuts with the ad agency Omnicom Media Group as its exclusive launch partner. So when it comes to programmatic TV, are we moving closer to mass adoption? “When tools go from managed service to self-service, it’s an indication that ad buyers are becoming much more sophisticated and going beyond the testing phase,” Dan Ackerman, AOL’s SVP of Programmatic TV, told Cynopsis Digital. “In the U.S., I would still call it early days for programmatic TV, with greater adoption forthcoming as buyers grow familiar with the benefits. If you look at more mature markets, we see this model having really taken hold. For example, our programmatic initiative in Australia with MCN, which reps 80-90% of the pay TV market, has really taken off, with the amount of TV sold programmatically growing from 1 to 5% between when we launched in the spring of last year to the end of the year. A 4% increase may seem small, but, from a revenue POV, it’s sizable growth. If a similar pattern emerges in the U.S. – which the new buying module and our overall TV platform are helping to drive – 5% of the market would be nearly $4 billion in revenue.”
DEALS
Some news out of MipTV 2016: The French studio and distributor Canal Plus Group has signed a deal with the French digital TV service Molotov. Come July 11, Molotov will distribute all of Canal’s free-to-air channels, as well is its premium movie channels. The Canal partnership will mark Molotov’s official launch. Due in large part to its mix of free and premium content, The OTT service describes itself as the Spotify of television. And while Molotov may be launching on its home turf, it’s got big plans: The company is fundraising, and aims to expand internationally. Will its “freemium” model be a hit worldwide? Wait for July – its reception in France may be instructive.
A CYNOPSIS MESSAGE
5th Annual Cynopsis Sports Media Awards Breakfast
Thursday, April 21 | 8:15-10:30am | NY Athletic Club
BEST. YEAR. EVER.
Don’t miss the event, it’s sure to impress!
Finalists | Luminary Honorees | Event Details + Registration
.
PROGRAMMING
Netflix has acquired the exclusive worldwide streaming rights to the UK crime series Marcella. Created by Hans Rosenfeldt, creator of the Danish/Swedish drama The Bridge, the series premiered yesterday on ITV in the UK. Netflix will make the series available globally (outside of the UK and Ireland) on July 1. Netflix acquired the streaming rights through the sales company Cineflix Rights.
Company after company is betting big on eSports. Go90, Verizon’s mobile video service, has ordered a new eSports-focused series from the gaming-oriented media company Machinima. The series, called Inside eSports, will cover eSports news, analysis, and highlights. It will have a soft launch in May, followed by a hard launch in June, according to Machinima. Given the upcoming launch of Turner and IMG’s ELeague, and Yahoo’s recent launch of its own eSports vertical, it’s not surprising to see another eSports project crop up – but a SportsCenter-esque news show free of actual live competition is something new. One thing’s clear: Companies like Verizon, Yahoo and Turner think there’s a deep well of interest in eSports, and a huge potential audience to be found.
Ellentube, Ellen Degeneres’s digital video platform, has launched its first original series. Titled tWitch & Allison’s Dance Challenge, the series pits kid dancers against each other in competition. Five of the series’ eight episodes will be web-exclusive. Episode one is available now.
The Huffington Post and Unilever have launched Talk to Me, a new original web series. Each episode (available exclusively on Facebook) centers on influential parents being interviewed by one of their children. The first three episodes feature Oprah Winfrey (talking with her “daughters” at the academy she opened for girls in South Africa), Arianna Huffington and Richard Branson.
VIRTUAL REALITY
Have you ever watched stand-up comedy and thought to yourself, “That punch line just wasn’t immersive enough”? If so, you’re in luck: Comedy Dynamics is about to become the first production company to shoot entire stand-up specials with VR cameras. Their first VR shoot will be for Season 4 of Coming To The Stage, the company’s original series for Hulu. Hulu, not coincidentally, has been ramping up its virtual reality operation lately, having launched a VR app for the Samsung Gear VR headset last month.
AD TECH
The ad tech company Sizmek has launched the next generation of its ad management platform. Dubbed MDX-NXT, the platform has been in the works for two years, and has been beta-tested by around 100 clients, including the agency Wink. The revamped platform is designed to help marketers to execute campaigns more quickly and seamlessly within an omni-channel marketplace, employing a faster-moving interface and real-time data. Sizmek had already been doing quite well for itself, all things considered – at 9.8% market share (according to Alexa), it’s the second most popular ad server out there. Still, it’s easy to see why the company is out to entice new customers: Google’s DoubleClick clocks in as the most widely used ad server, with 63.9% market share. Sizmek, it would seem, is hoping to narrow the gap.
RESEARCH
The ListenFirst Television Interest (TVI) Rating (TM) is a standardized measurement of the most buzzed-about TV programs on linear TV and streaming services. A complement to ListenFirst’s other syndicated data products (such as the ListenFirst Digital Audience Rating – TV), the metrics included in the rating are the purest form of showing interest digitally, since they’re organic actions that are largely unaffected by paid media. Programs that surface on the TVI leaderboards are the most hashtagged on Facebook, Google+, and Tumblr, as well as most searched for on Wikipedia (used as a proxy for organic search volume).
All Series (3/28/16 – 4/3/16)
Source: ListenFirst. The TVI Rating aggregates metrics that measure organically generated activity by fans of the TV show. The metric includes total volume of official hashtag mentions on Facebook, Google+, and Tumblr, along with Wikipediapage views (as a proxy for organic search volume) for a show as a percentage of the total volume of the same activities for all shows.
OpenSlate Engagement Data for the Health & Fitness Vertical, based on the engagement metric for the week ending 4/3.
Channel (Engagement) / Monthly Views / Total Subs / SlateScore
Tibo InShape (8.6) / 24,038,580 / 1,128,585 / 659
crossfithq (8.5) / 11,946,330 / 807,153 / 573
bodymaniaa (8.5) / 5,992,230 / 276,019 / 560
swoldiernation (8.4) / 2,904,720 / 480,318 / 562
yogawithadriene (8.4) / 5,023,260 / 1,301,158 / 590
Bradley Martyn (8.4) / 2,490,150 / 405,396 / 578
PumpChasers (8.4) / 1,183,410 / 271,437 / 559
physiquesofgreatness (8.3) / 1,087,440 / 721,466 / 556
themffitness (8.3) / 3,289,530 / 847,508 / 622
elliottsaidwhat (8.2) / 891,780 / 630,731 / 541
Source: The Engagement metric is one of OpenSlate’s component scores, and is a measure of a producer’s ability to evoke meaningful interaction with their audience. It is calculated on a scale of 1-10 with higher being better. The OpenSlateEngagement score uses a subset of the data incorporated in the SlateScore to perform a set of unique calculations. It factors in views, comments, likes, and more.
EXECUTIVE MOVES
IBM has hired Bob Lord as its new Chief Digital Officer. A digital heavyweight, Lord previously served as President of AOL and CEO of the web advertising firm Razorfish. He’ll now be tasked with running IBM’s digital platform, its developer ecosystem, and its digital marketing and sales.
Hulu has hired Gaude Paez as VP and Head of Corporate Communications, a newly created position. Paez will oversee all external communications strategies and initiatives relating to Hulu’s brand. Previously, she served as SVP of Corporate Communications and Digital Publicity at Fox Broadcasting Company.
The advertising software provider Mediaocean has hired Ramsey McGrory as its new Chief Revenue Officer. McGrory most recently served as President, Sales & Publishing at Scout Media.
TRIVIA
What was Netflix’s first original drama series – and which acclaimed director helmed the series premiere? You can find the answers here.
A CYNOPSIS MESSAGE
What Programmers & Marketers Need to Know About Snapchat
Cynopsis and our panel of industry experts from Innovid, Huge, MTV/Viacom and National Geographic Partners will be on-hand to advise you on the latest tools you need to engage young viewers and drive tune-in. In 90 minutes, learn to take advantage of the special marketing opportunities provided by Discover and Stories, and determine how and when to use them.
Register now:
http://www.cynopsis.com/?p=57172.
DIGITAL SPOTLIGHT
For years, Nintendo resisted jumping into the mobile game. But the gaming giant has relented, recently releasing Miitomo, its first mobile app. (It’s already insanely popular, recently passing Snapchat as the top free app in Apple’s App Store.) TechCrunch as a succinct video rundown of the app – you can check that out here.
See you tomorrow,
David Teich
04.05.16
Roberta Caploe: Publisher @robertacaploe
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The post 04/05/16: AOL launches programmatic TV buying platform; NBCU and Vox partner on digital ad initiative; go90 acquires eSports news series appeared first on Cynopsis Media.